This study aims to explore how the vision of social sustainability is maintained by a MNC in a context outside their home country specially in an emerging market through transformative marketing strategies. To address the aim of the study the researchers will be following a qualitative approach. The international research group of this research study consists of two researchers from Sweden and two researchers from Brazil. It is assumed that a qualitative lens enable the researchers to obtain detailed insights, perceptions, and experiences of the respondents related to actions taken by Swedish MNCs as part of their transformative international marketing strategies in Brazil to reduce inequalities (UN SDG goal 10) in Brazil. Primary data is collected in Brazil through semi structured interviews as part of this exploratory research. Thematic analysis will be conducted on the collected data. Based on the initial understanding, it can be mentioned that the completed study will provide knowledge of transformative marketing strategies that are planned an implemented by Swedish MNCs to reduce inequalities (SDG 10) in an emerging market like Brazil and specify the challenges they the MNCs face to implement their transformative marketing strategies. This study will also shed light on how the transformative marketing strategies of Swedish MNCs indirectly influences United Nations SDGs 1: no poverty; 5: gender equality and 8: decent work and economic growth in Brazil.  

This study aims to investigate the measures taken by professional hockey clubs in Sweden for building brand and relationship with fans through social media (SM) during the global pandemic Covid-19. The study followed an inductive approach and qualitative method. Data were collected from officials and fans of three well-known Swedish Hockey league (SHL) teams through semi-structured interviews. A content analysis was undertaken to analyze the collected responses from the club officials and fans. The findings provide insight on the actions taken by the clubs to build their brand and fan relationships through SM. The study provides a framework signifying the important factors that sports organizations need to focus on while building their brand and fan relationships during a global pandemic and in the post pandemic era.

The aim of the study was to identify the criteria consumers consider when purchasing electric vehicles (EVs). The study was conducted in Brazil using the Free Word Association Technique (FWAT) that investigated the criteria consumers consider while purchasing EVs. 

The purpose of the study was to Identify decisive attributes that influence electric vehicles (EVs) purchase in emerging markets.  The study was conducted in Brazil using the Free Word Association Technique (FWAT). 

The aim of this study is to explore the segmentation strategies of a multinational corporation (MNC) offering mobile financial services (MFS) in emerging market. To address the aim of the study the researchers followed a qualitative approach. Semi structured interviews were conducted with respondents working in key positions of the marketing department of a MNC offering MFS in Bangladesh. The study provided in-depth understanding and knowledge of the segmentation strategy followed by MNC offering MFC to become successful in Bangladesh. 

This study aims to explore the sustainable global brand development process of Born-Global startups. This study follows a qualitative method which includes semi-structured interviews and thematic analysis. Data is collected from ten Born-Global startups in Sweden. This study contribute both toward a deeper theoretical understanding of the issues that influences sustainable global branding for Born-Global startups as well as work as a practical guide for entrepreneurs and managers to prioritize the factors that influences the sustainable global branding process for Born-Global start-ups. 

In view of global population ageing and of policies that support longer working lives, especially in developed countries, it is important to achieve diversity in organisations through age management. Age management is the “management of human resources, [often] with an explicit focus on the requirements of an ageing workforce.” Through age management practices, organisations will be better able to change their human resource management policies and practices towards accommodating their ageing workforce. Little is known about age management practices in Scandinavian organisations, considering the region’s high prevalence of workers beyond the age of 50 across both private and public organisations. There are indications that Scandinavian business organisations are already practicing age management for all ages, including older workers. Their age management practices include the dimensions of job recruitment, training, lifelong learning, development, and promotion. However, there is a dearth of knowledge on how the health and well-being of workers is ensured in the context of age management practices in these organisations. Given the current and future importance of age management for all organisations globally, public health and other health science professionals need to collaborate with other disciplines, such as management and sustainability science, to better understand how they can contribute to an aged and healthier workforce as well as workplace health promotion. This paper aims to contribute to the discussion concerning age management in public and private institutions in Scandinavia through the public health lens.

This study aims to investigate the measures taken by hockey clubs, using SM, to build their brand and fan relationship during the COVID-19 pandemic in Sweden. To this end, the study looks at a variety of activities and commitments connected with SM, as well as taking into consideration the perspectives of both the hockey clubs and their fans.

Purpose: The study aims to understand the role of drivers, underlying challenges and, consequently, the implications of the reverse knowledge transfer (RKT) process for multinational enterprises (MNEs).

Method: A dyadic qualitative research design was used with a cross-country design covering perspectives from both the parent companies (PCs) and subsidiaries from the United States, Denmark, Pakistan, India, and Bangladesh. In-depth interviews were conducted with managers in multiple sectors such as information technology, telecommunications, project management, and engineering.

Findings: The study reveals the constraints and drivers of the RKT process, and furthermore elaborates on the implications for MNEs. RKT can lead to the development of new processes, subsidiary independence, and intra-organizational knowledge transfer. Besides, it can entail challenges such as position insecurity for subsidiaries and a blurring of the MNE market vision. The findings demonstrate several implications for the MNEs. 

Implications: The study highlights the direct implications of RKT for the multinational enterprises. The findings serve as a practical guide for global managers seeking to improve their competitive edge.

Originality: The study presents a framework of the RKT process from emerging market (EM) subsidiaries to PCs, that demonstrates the role of drivers, underlying challenges, and implications of the RKT process for the MNEs.

Paper type: Research paper

Aim: The purpose of this study is to explore how supply chain factors that influence decisions on reshoring have been discussed in previous research. 

Methodology: A structured literature review is used to analyze 139 peer-reviewed articles containing reliable and effective arguments and discussion related to the aim of the study, retrieved from the online research databases of EBSCOhost, Science Direct, Emerald Insight and Springer. 

Findings: The study identifies four supply chain factors that influence reshoring decisions, namely: supply chain resources, supply chain reconfiguration, the customer-supplier relationship, and supply chain proximity. 

Implications of the study: This study provides a novel starting point from which future researchers can initiate empirical studies to evaluate the influence of the identified supply chain factors on reshoring decisions. The findings can, in addition, help practitioners and managers to develop knowledge of the influence of supply chain factors when making reshoring decisions. 

Originality – This structured review extends our knowledge on the link between supply chain factors and reshoring, by drawing attention to how the factors of supply chain resources, supply chain reconfiguration, the customer-supplier relationship, and supply chain proximity influence reshoring decisions.